BRAND MANAGEMENT – MANISH LALIGAM – 60910131

TIMING: 2.00 PM – 6.00 PM

  1. Examine the elements of Splash’s success to date and develop the outlines of a strategy to build upon the success in 2006 and beyond. This question will require a broad application of branding strategy to the overall company and any/all of its brands.

The elements of Splash’s success to date can be stated as follows:

Brand Essence: 

Splash is practicing the idea of lifelong creativity and innovation. It always produced a product that was easy to produce, fast moving; since their always banked on meagre resources keeping the cash cycle tight. All of the Splash’s products appealed to philipino people’s imagination by offering them unlimited possibilities. Splash often introduced new product variation under their existing, trusted brands in a bid to renew consumer interest. They used above the line and below the line advertising. Their advertising campaigns in major media were supported by mall tours, school tours and distribution of free samples.  Their products were distributed through a variety of retail outlets, ranging from department stores and supermarkets to pharmacies. In addition, there were approximately 400,000 smaller outlets such as corner shops and market stalls across the country. These outlets were known as “Sari-Saris”. They typically sold small volumes, but taken in sum they represented a significant share of the market. Sari-saris generally carried lower-priced products, such as bath soaps and hair gels, and avoided premium products, such as hair-coloring agents.

Core Identity

  • Innovative: The Splash brand has always stayed in touch with current trends through continuous product development and innovative contributions to the Splash branding.
  • Creative: Stimulating learning through creativity and also the creative development and launch of new products.
  • Safe: Splash continuously reviews their environmental and safety procedures to ensure that their minimum standard is at least equal to the most stringent in the industry. If it was thought that a particular product would satisfy a consumer need, the researchers developed a prototype, which then underwent rigorous clinical testing by dermatologists to ensure safety, quality and efficacy. The researchers later fine-tuned the product and conducted further testing to substantiate its claims.
  • High Quality: There is an emphasis on maintaining the highest standards of quality in three main areas: Technical (Beauty products materials must be stable, consistent and safe), Consumer (Beauty products and materials must provide unlimited opportunities and permit people to emotionally feel it in different ways) and Development (Beauty materials must stimulate and must be effective to the needs to people and should develop people’s imagination, creativity and intelligence).
  • Value for Money: Value for money was a crucial buying criterion with Splash set of consumers. For commodity products, such as bath soap, price was the single most important factor. When it came to more specialized products, such as skin care and hair care, consumers would pay a little more for their favorite brands; however, prices still had to be reasonable and high efficacy was expected. This criterion was maintained by Splash in realizing its new products to the market.
  • Downsizing product size: Splash downsized its products for its masa consumers and also particularly among the D and E segments. Sachets were usually available from sari-saris, where D and E consumers preferred to shop. Splash had launched sachet packages, but considered further sachet development to be of paramount importance for the future. This was done to retain price sensitive consumers.

  • Loyalty: Consumer loyalty to favoured products and brands was very high. Consumers subscribed to the concept of “hiyang,” which had a variety of meanings but could be understood as “I used it and it worked for me.” Once a consumer had ascribed “hiyang” to a certain brand, she was likely to remain loyal. This was an important strategy for Splash if it had to fight with competitors, who had deep pockets.

Extended Identity

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  • Product Scope

Splash has a wide range of products covering facial care, Exfoliants, Whitening Lotions, Natural soaps and hair care.  Most of the products are under the Splash brand while there are also sub-brands like Bio-Link and Maxipeel.

  • Company Name

The word 'Splash' is immediately recognizable as a company trademark. The Hortalezas briefly renamed their company Hortaleza Cosmetics in 1986, before settling on Splash Cosmetics in 1987. The Splash name was inspired by the popular movie that bore the same title. It was chosen because it was easy to recall and carried connotations of being cool and ...

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